Intuit QuickBooks

tHE ACCOUNTABLE

The Situation

Accountants drive more than 20% of QuickBooks Online subscriptions via their clients, but they felt neglected and unappreciated by the brand, often complaining that they’re treated merely as a sales channel to reach small businesses. ​As a result, PRS (product recommendation score) was at a three-year low, and QuickBooks needed to both repair and deepen the relationship.

QuickBooks had focused so much of their energy on appealing to small businesses, that it started to take for granted all work accountants did to help their clients thrive. Even in prior marketing efforts accountants were often presented as nerdy, data-crunchers rather than an important part of small business success stories.

The Solution

Accountants are the backbones of successful small businesses, so QuickBooks needed to be the backbone of accountants. We needed to demonstrate how QuickBooks values accountants across every part of their ecosystem.​ Our first phase of work demonstrated that we see and support accounting professionals. Our next phase proved we took their feedback to heart to improve our product for accounting professionals. Finally, we invited others to become accounting professionals with QuickBooks on their side.